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Keywords: Intention-behavior discrepancy
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (5): 894–911.
Published: 12 December 2024
... intentions and behaviors into a single model. It provides new insights into the intention-behavior discrepancy and highlights the moderating role of switching costs, offering a more comprehensive understanding of consumer switching dynamics. Cong Zhao can be contacted at: zhaocong86@hotmail.com 09...
